Each partner must have an overall understanding and unhindered view of the action being carried out, as well as its objectives, management and future.

UNESCO: Global Alliance for Cultural Diversity

If you have a glass half-empty view, you can focus on the overall drop compared to a year ago.

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Reading it helps align the need for marketing innovation with the overall needs of the business today, so understanding this helps marketers have a more holistic view on the mindset of business.

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